Competitive Operational Strategy Case Study Example | Topics and Well Written Essays - 3000 words

Serious Operational Strategy - Case Study Example The organization has provincial workplaces in Malaysia, South Africa and Poland to fulfill the needs in Asia, Africa and Europe. The organization was privatized in the year 1986. The significant explanations behind the choice to change the product offering are the vulnerability in military agreements because of political changes and wastefulness in the administration framework. The non military personnel airplane industry was additionally confronting emergency the same number of firms in the line wrapped up their tasks because of high rivalry and vacillation popular because of the passage of recycled airplanes in the field. Along these lines there existed a vulnerability in the regular citizen and military airplane area. So the organization chose to lay higher accentuation on modern items. 2. As the interest for modern items will be more in creating nations of India and China with a gigantic customer base the need of moving the administrative center from Europe to Asia must be genuinely thought of. One of the serious issues looked by the organization is the high completed products and work in progress. Despite it extra time is provided to execute orders at short notification. This is a conundrum. The explanation given by the creation division is that they can make just in bunches and can't take into account the variety sought after. The execution of requests at short notification include after some time and at times high dismissal. ... Regardless of it extra time is provided to execute orders at short notification. This is a mystery. The explanation given by the creation office is that they can produce just in groups and can't oblige the variety popular. The execution of requests at short notification include after some time and at times high dismissal. The buy office is of the sentiment that a crude material stock must be developed to fulfill the fluctuating need. Albeit at least crude material, work in progress and completed merchandise stock must be kept up, to keep up continuous creation and to satisfy unforeseen need. To defeat this, an ABC examination is required to stock least amount of high worth things. Despite the fact that the organization has these issues it has a productive supervisory crew that is talented in dynamic at the suitable time. They have a client center and talk about openly the everyday issues among themselves and show up at an accord. The top supervisory crew depicts higher initiative characteristics in its activity. Compelling correspondence is one of the instruments utilized by the organization to improve its initiative. The vision and crucial the organization is shared by all the representatives in the association. Compelling authority is one key component in the achievement of a gathering and for all intents and purposes anybody can figure out how to be a powerful pioneer. (Effective initiative. 2001). The two providers and clients are viewed as accomplices of the organization. At present the organization has its product offerings in three sections in particular military activities, common tasks and business activities. Despite the fact that the organization has business activities in its product offerings it is less settled contrasted with the other two. Programmable Logic Controllers frameworks and the related programming are the primary items

Robert Frost Essay -- essays research papers fc

Robert Frost      Robert Lee Frost, was one of America’s driving twentieth Century writers, and a four time champ of the Pulitzer Prize. Ice didn't get these acknowledgments until his later years when his lovely splendor was at long last perceived. â€Å"Frost was a pioneer in the interchange of musicality and meter†( Waggoner 1). Frost’s brightness was contributed by numerous things; including his life, vocation, and artistic works.      Robert Frost was conceived on March 26, 1874 in San Francisco, California. Ice is the child of William Prescott Frost and Isabelle Moodie Frost. In 1885, Frost’s father passed on, so his mom, Isabelle, moved the family to Lawrence, Mass., where she was initially from. There Frost would spent the remainder of his youth years. Ice went to Darthmouth College in Lawrence for not exactly a year subsequent to finishing secondary school. Ice quit Dartmouth to work in a material factory in Lawrence and to wed a secondary school schoolmate, Elinor White. Ice later went on a two-year adventure at Harvard, after this scholarly experience frustrated him not long after, he came back to Lawrence to get an assortment of employments. Ice at long last turned into a chicken rancher in Derry, New Hampshire on property his granddad had purchased for him. Ice started at the Pinkerton Academy in Derry to acquire a reliable money salary (Waggoner 1). Ice composed sonnets late around e vening time, and set his ranch errands aside when they got troublesome.      In 191...

Just My Luck

Just My Luck When asked how their first shift went, most of my fellow EMT students will say something like, It was good! No calls, though. Pretty uneventful. My 4 pm-11 pm shift this past Sunday agrees with about 2/3 of that answer: Yep, it was good (despite the to-be-described misfortune, I did enjoy my first shift), and no, there were no calls. It wasnt, however, what I would call pretty uneventful. Before I begin my little tale, Id like to take full responsibility for Sundays events. I did, after all, hope that something exciting would happen on my first shift ever. What followed that wish was just. my. luck. ~*~ My shift began on the doorstep of my dorm, where the other two EMTs on shift kindly picked me up in the MIT ambulance. We proceeded to the ambulance bay, where I spent at least an hour going through a massive checklist of everything in the ambulance. Among the items I diligently checked off were epi-pens, gauze pads, blankets, AEDs, nasal cannulas, and traction splints. Colorful images of injuries requiring the use of these resources often danced in front of my mental eye as I plowed through my task; I tried my best to block them out but cannot claim any real semblance of success. After completing the checklist, I settled down into the designated third rider seat, making myself comfortable as the first rider on shift unplugged the ambulance from its battery-charging socket and attempted to ease the ambulance out of the bay. Too bad it didnt move. It whimpered feebly and then sputtered into silence. Ironic, that the three of us (well, the other two more than me) had considerable knowledge concerning broken bones and cardiac arrests but that none of us knew how to revive a dead ambulance. So we called in for a little help. Enter the DAO (Director of Ambulance Operations). And commence the awkward dancing about I do when its cold and Im trying to keep warm. After two unsuccessful jumpstarting attempts (and several minutes spent FREEZING), our DAO brought the ambulance back into the realm of smooth automotive function and insisted that it be kept running for at least two hours. By this time, I was numb and greatly regretting my pre-shift plea for thrill. It was at this moment that I was given the opportunity to drive the ambulance. Driving, you must understand, is something I greatly miss in college. Im all for cardio and exercise and all that, but sometimes, Id love to drive to class instead of wrapping myself in five layers and walking out, whispering a brief prayer as I become a victim of chilly winds and interminably dry skin that no amount of lotion seems to fix. After signing off on a few papers, I became a drivers ed student once again and for the second time in my life, drove something larger than a Toyota Camry. It felt amazing to drive again, to know that even after six months of not touching a steering wheel, I remembered how to navigate a vehicle on a road. The two hours flew by, and the three of us returned to the ambulance bay, got out of the ambulance, and headed to the bunkroom, where MIT EMTs basically hang out and wait for calls. As my eyes were pretty tired, I sat down on the sofa and closed my eyes. Soon, I heard this: Is she asleep? Yeah, I think so. Lets draw on her! No, thats mean. But shes sleeping! (Me: laughing on the inside and wondering how long I can keep the charade up) Five Minutes Later Okay, fine, lets draw on her. *patter of shoes, a pen briefly touches my cheek* (I move slightly (no way am I getting drawn on) and they scatter) Ten Minutes Later *click!* (Me: Aw, crap. They took a picture of me sleeping.) And thats what happens when you pretend to be someone/something youre not. Sigh

Essay about Rape Fantasies - 698 Words

Rape Fantasies Sadly rape is an all too common accurance, which has been going on forever. Since it does happen a lot, there are a lot of people talking about the subject. In Margaret Atwoods short story Rape Fantasies, several women casually discuss their personal rape fantasies. The main idea being portrayed through out the story is that women battle with feeling powerful and powerless. She also discusses the distinction between between fantasy and fear in her story. Through character descriptions, certain settings in the story, the point of view, the tone, the dialogue, most forms of irony, and symbolism, Margaret Atwood was confidently able to reinerate her theme of power and powerless; fantasy†¦show more content†¦Chrissy is another important character. Chrissy is Estelles co-worker. She was in the lunchroom reading a magazine that discusses rape fantasies. She casually opens the conversation by saying how about it, girls, do you have rape fantasies? Through comments, Chrissy makes it clear she is easily influenced by magazines, movies, and television, which shows her lack of feeling powerful. She also comments that she would not even scream or fight, if she was raped, because the magazines say not to right. Chrissy says she would not scream because who would hear me? She acts this way because she feels, and is told, that she does not the power to prevent it. Chrissy is also passive. She also believes women are only attractive when they are defenseless and submissive, which is why se just lays there, in the tub, during her fantasy. She is the perfect examples of powerlessness in women. Darlene is a character that demonstrates the power in women. Darlene is a forty-one year old co-worker. She does not approve of Estelles behavior. She does not think it is a good idea to go out and drink by yourself. By feeling this way, Darlene shows her fear of possibly being raped but she also is using her power to prevent situations that could make rape more likely to occur. She said if she was raped, she would scream, which demonstrates she feels powerful enough to scare off an attacker or powerful enough to attactShow MoreRelatedRape Fantasies By Margaret Atwood And The Other Place1861 Words   |  8 PagesThe short stories â€Å"Rape Fantasies† by Margaret Atwood and The Other Place† by Mary Gaitskill are both short stories that have ominous sounding titles are many ways very comparable. â€Å"Rape Fantasies,† as you can guess, is about the very taboo subject of rape. Furthermore, â€Å"The Other Place† is about violence subject matter and taboo subjects of violence involving the narrator and his violent thoughts towards women. The short stories â€Å"Rape Fantasies† and The Other Place† are similar pieces of work dueRead More Character Analysis of Estelle in Atwoods Rape Fantasies Essay1219 Words   |  5 PagesCharacter Analysis of Estelle in Atwoods Rape Fantasies  Ã‚  Ã‚   Estelle is the only thoroughly developed character in Margaret Atwoods Rape Fantasies. Though she is the narrator and quite thoughtful of the ideas and reactions of the storys supporting players, it is her almost obsessive preoccupation with a singular topic that actually prompts her to fully illustrate her own ideas and reactions, drawing a character far more compelling than any of the men or women she will attempt to describeRead More Rape Fantasies by Margaret Atwood Essay1653 Words   |  7 PagesThe plot of Rape Fantasies by Margaret Atwood is all within the mind of Estelle, who talks to the reader as she might to a new friend. Estelles personality becomes exposed to us through the narration of her fantasies and lunchtime work experiences. We are told of Estelles workplace where she is with her friends discussing their rape fantasies. Examining Estelles world through her perspective of the conversation, we find she is a game player both outwardly in playing bridge and in her relationshipRead MoreEssay on Margaret Atwoods Rape Fantasies868 Words   |  4 Pagesseparating the two through their uses of certain writing tools. The point Atwood attempts to drive into the reader is women’s naivety and overall downplay of rape. Margaret Atwood, author of Rape Fantasies, relies heavily on Irony and Characterization to get her point across. In the story Estelle, the narrator and main character, shares her rape fantasies along . In all of them she is a victim, later in the story, we find out that the reason she has these thoughts about being raped is so that if she everRead More Discussion of Margaret Atwoods Rape Fantasies Essay1356 Words   |  6 PagesAtwoods Rape Fantasies The author of the short story Rape Fantasies is Margaret Atwood - She is a renowned Canadian writer of poetry and fiction, she is best known for her novel The Handmaids Tail. The short story that I chose Rape Fantasies comes from Atwood?s first collection of short stories called Dancing girls and Other Stories.   Ã‚  Ã‚  Ã‚  Ã‚  ?Remember no one can make you feel inferior without your consent?   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Eleanor Roosevelt   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The story Rape FantasiesRead MoreThe Rape Fantasies Of A Fun Home. Fun Home: A Family Tragicomic1301 Words   |  6 PagesThe Rape Fantasies of a Fun Home Fun Home: A Family Tragicomic is a 2006 graphic memoir written by American cartoonist and memoirist Alison Bechdel. Alison began her career by illustrating and writing comic strips for Dykes to Watch Out which debuted in 1983. Alison Bechdel was an LGBT activist who tells her unraveling story recalling her early years about struggling with self-identity while coming to understand her father s enclosed identity as well. Contrary, Rape Fantasies was written and publishedRead MoreVictimization in Margaret Atwoods  ¡Ã‚ §Rape Fantasies ¡Ã‚ ¨880 Words   |  4 PagesRape Fantasies: Female Victimization Margaret Atwood ¡Ã‚ ¦s  ¡Ã‚ §Rape Fantasies ¡Ã‚ ¨, a monologue of a woman discus her concern about the topic of rape, demonstrates the power struggle between men and women and how female are victimized by the society. Furthermore, Atwood talks about the importance of having  ¡Ã‚ §voice ¡Ã‚ ¨ as a power or solution to victimization. In the story, there is an exploration of female vulnerability, and victimization in the rape fantasies. Atwood through using the voice of the first-personRead MorePower and Victimization in Rape Fantasiesquot; Essay1892 Words   |  8 Pagesexplored issues of oppression, self-identity and power, as it relates to the broader social content of contemporary urban life and the sexual politics involved. She further explores those issues in Rape Fantasies first published in Canada in 1979 in her book The Dancing Girls and Other Stories. Rape Fantasies has become one of Atwoods best known works as it explores the issues of power between men and women, highlighting womens fears of crime and victimization, where safety depends on the abilityRead MoreThe End Of A Mind Insane, Fantasy And Reality Are The Same1404 Words   |  6 Pages Tom Araya sings, â€Å"In the depths of a mind insane, fantasy and reality are the same†. The power that fantasy and reality have in human life is undeniably large. The novel The End of Alice by A.M. Homes is a story narrated by a man in jail who claims that he had been sexually abused by his mother early on in his childhood, engaged in sexual relationships with various young girls in his adult years, and conversed with a seemingly pedophilic 19 year-old girl while in prison. Through the scarring sexualRead MoreThe Tension Between Reality and Fantasy in Tennessee Williams A Streetcar Named Desire1591 Words   |  7 PagesThe Tension Between Reality and Fantasy in Tennessee Williams A Streetcar Named Desire Yes, yes, magic! I try to give that to people. I misrepresent things to them. I dont tell the truth, I tell what ought to be truthà ¢Ã¢â€š ¬Ã‚ ¦ Scene IX Tennessee Williams dramatises the tension between reality and fantasy by Characterisation, Theatrical Devices, and by the use of Symbolism. Williams

Importance Of Sports In Sports - 758 Words

Sports have always been a part of my life since I was a little kid. My parents urged me to participate in every sport possible to find the best fit for me. Their focus was to have me always stay active with something that I enjoyed. From soccer to softball to basketball, I found that cross country was the sport for me; I fell in love with running. In elementary school mileage club, a program that the school created to get kids to stay active as well as have fun, was a stepping stone into my running career. After that, I was invited to run on the middle school cross country team in fourth grade and ran on varsity all four years in high school. Cross country has made me who I am today and a big factor to that is the team and the awesome†¦show more content†¦I am very proud of my accomplishments and I learned that balance is a key essential for my life in the present and the future. Cross country was my life for nine years and when I moved to Grand Valley I knew it was going to be a struggle to stay active and fit. Without my coach and team cheering me on at meets and practice, it was hard to find the time to exercise and to exercise efficiently. I have been trying to do workouts that I know will benefit my health, but it has been challenging to run alone. Running alone compared to running with your team is totally different. When the last cross country meet rolled around, I was a little sad but didn’t think it would affect me in such a big way. Since I been at college, I realized that I miss cross country and my teammates especially. I wish I cherished the days that we did mile repeats on the track when it was ninety degrees outside or the races in general. Cross country really did change my life and not being on the team anymore is heartbreaking. I have gained dedication and determination since I’ve been off the team and have been doing my best t o keep running. Sports should be part of everyones life in some way, shape, or form. It teaches you important skills that can be used in the future. Balance, teamwork, and dedication were skills that I’ve learned since I’ve been in cross country. Cross country has been a big chapter in my life that I will always remember. I am so gladShow MoreRelatedImportance Of Sports In Sports1348 Words   |  6 PagesMy whole life I’ve participated in a variety of different sports. At some point every one of my coaches, no matter the sport, have had to encourage me to try and have a more positive mindset. To me, losing or being bad at a sport hurts more than any physical pain I’ve ever experienced. When I was a small child it took the amount of time to go through a drive through for me to learn and compete with other children in most sports. Athletics just came naturally to me. I remember hearing adultsRead MoreThe Importance Of Sports In Sports888 Words   |  4 PagesAs of r ight now, were seemingly wrapping up what was the craziest NBA off-season in the history of the league. Crazy may not even be the best word to describe it. In fact, momentous may be the ideal word to describe the madness weve witnessed for the past few months. Teams began training camp earlier this week, and 12-time all-star Dwyane Wade  reunited with LeBron James and the Cleveland Cavaliers just two days ago. Normally, when star players make the transition to a new team, questions instantlyRead MoreThe Importance Of Sports In Sports925 Words   |  4 Pagesjust lifting weights or concocting protein shakes. Sports are more than an opportunity to go outside and burn off some energy. Recreation activities are more than a way to get in shape and maintain a healthy lifestyle. Athletics are a metaphor for life that not only teaches players about the game, but also helps them discover important aspects about themselves. At a young age, I did not realize all the beneficial life lessons that the world of sports has taught me, but as I experience high school athleticsRead MoreThe Importance Of Sports In Sports831 Words   |  4 PagesSports are more than just an opportunity to go outside and burn off some energy. They are more than just a way to get in shape and maintain a healthy lifestyle. Athletics are a metaphor for life that not only teaches players about the game, but helps them discover im portant aspects about themselves. At a young age, I did not realize all the beneficial life lessons that the world of sports has taught me, but as I experience high school athletics, I cherish the advice the game shares with me. SinceRead MoreThe Importance Of Sports In Sports1356 Words   |  6 PagesEvery year, millions of people gather in hordes to flood massive football stadiums and crowd in front of seventy-two inch flat screens, beers stacked high and spirits even higher. Football and other sports have become woven into the very fabric of our nation, a unifying force and one creating a common ground for people of all different ideas. Yet, the overpayment of professional athletes has societal implications far beyond just income inequality based upon contributions to the national communityRead MoreThe Importance Of Sports In Sports1080 Words   |  5 Pagesseventy percent of kids quit sports by age thirteen due to their parents’ pressure and their excuse is â€Å"it is not fun anymore† (Miner). Parents need to understand there is a difference between encouraging their child’s ability and stressing them out (Braff). Although sports are very enjoyable, I believe that if parents pus h their kids too hard to be the best in sports, it has a negative effect on how they feel about playing the sport because they will get burned out in the sport and they will end up hatingRead MoreThe Importance Of Sports In Sports1043 Words   |  5 Pagesare my top 5. First – The Aggies running game will allow them to control and dictate the pace of this game. Currently, Texas AM ranks 2nd in the SEC in rushing offense, and Arkansas checks in 6th. They are averaging nearly 38 points per game, and have done some real damage on the ground, rushing for 756 yards in their three contests. The Aggies has 4 RBs, who have already rushed for 100 yards this season, including both RB Kendall Bussey (204) and RB Trayveon Williams (256) who have each gone overRead MoreImportance Of Sports In Sports773 Words   |  4 Pagesteenager, my parents forced me into playing sports with the Catholic Youth Organization (CYO), however, strongly contributed to my overall personal moral development to where I stand today. The goal for participating in sports is to be active, have fun, and to have a positive sport experience through learning and practice of fundamental skills. In a blog entitled †Sports and Moral Development† by Michael W. Austin, he uses the book â€Å"Moral Development and Sport, by Carwyn Jones and Mike McNamee, by discussingRead MoreImportance Of Sports1076 Words   |  5 PagesPlaying sports are incredibly important to improve yourself as a person. First, playing sports helps maintain strong relationships with others. Next, it keeps you in contact with g reat performance levels in school. Finally, participating in sports boosts your self esteem. Continue reading to understand the importance of participating in sports. Playing sports helps maintain close relationships with others. â€Å"Playing sports enable you to create friendships you otherwise might not have formed. SportsRead MoreImportance Of Sport1702 Words   |  7 PagesWhat is interesting about sport? Sport: small word, big concept. The purpose of this essay is to highlight what aspects of sport are interesting, further linking it to a specific discipline. There are many disciplines within sport that are interesting, however, from my point of view, sociology is the most interesting one as it gives a true picture to what sports is like within society, in addition it emphasises the significance of sport in society since the early nineteenth century (Bell, 2009)

Theodore Roosevelt Free Essays

Theodore Roosevelt as the 26th president of the United States and also the youngest president ever elected, Theodore Roosevelt faced many challenging decisions, but he knew how to handle them. He fought for what he believed and never backed down from that belief. Theodore Roosevelt faced challenging circumstances while growing up which made many consider him to be frail and not likely to succeed; however, he came to be known as a notable statesman, military leader, governor, vice-president of the United States, and finally the most powerful leader in the free world, President of the United States of America. We will write a custom essay sample on Theodore Roosevelt or any similar topic only for you Order Now This  biography  covers Roosevelt’s life from  birth  until he gains the presidency. Early in life young Theodore, Teedie, Roosevelt suffers from a variety of illnesses. His father admonishes him that physical activity serves as the surest cure. Against doctor’s orders, Roosevelt embarks on a physical regimen that in fact strengths him, mind and body. Roosevelt  moves  on to Harvard, where he meets and marries Alice Lee. He quickly gains access to politics as a young  New York  state assemblyman. He enjoys moderate  success  in the assembly, though he suffers, at once, the loss of his wife and mother. His father dies while Roosevelt attends Harvard. Feeling alone, Roosevelt travels west. Time in the west broadens Roosevelt’s desire for expansion, both personal and national. He gains acquaintances that prove  valuable  later in life. As a child, Theodore developed a passion for the natural sciences. This passion remained constant in his life through college where he planned to study to become a scientist at Harvard University. During college, Theodore Roosevelt met his first wife, Alice Lee, who he married in 1880. Tragically, Alice died from Bright’s disease, on Valentines Day in 1884 only days after the birth of their first daughter. Even worse, his mother also died on the same day from a typhoid fever. These events caused much heartache for Theodore Roosevelt causing him to bury himself into his work. Already a member of the state assembly at this point, Theodore Roosevelt created a bill known as The Reform Charter Bill. This bill helped to eliminate corruption, changing political procedure altogether. In addition, he began to serve as a delegate for the National Republican Convention. This task helped him compensate much of his time, helping him cope with the grief caused by the loss of his wife and his mother. After serving at the Republican National Convention, Theodore Roosevelt moved out West to North Dakota, where he lived as a ranchman for several years. These experiences helped to offset the public opinion of Theodore Roosevelt, proving that just because he was raised in a wealthy and privileged family didn’t mean that he wasn’t a hard worker. Eventually, he grew tired of working on the ranch and moved back home to pursue his political goals. Upon his return to New York, Theodore Roosevelt moved to his house located in Oyster Bay where he married his second wife, Edith Carow. Theodore Roosevelt’s family ancestors were successful Dutch glass importers that were one of New York’s leading families in the late 1800s. His father, also named Theodore, pursued a life of civic and charitable activities. Theodore senior founded the Metropolitan Museum of Art and the American Museum of Natural History. Theodore Roosevelt became governor of New York in 1898 and the Vice President of the U. S. A. soon after. He also led the conservative movement that contested to preserve the use of natural resources. Theodore Roosevelt was also a Lieutenant Colonial of the Rough Rider Regiment. After achieving these goals, he became the youngest president in the history of the U. S. A. Theodore Roosevelt became president in September 1901 after the assassination of William McKinley. Although he had been vice president under McKinley, Roosevelt did not share McKinley’s conservative, pro-business policies. Instead, as president, Roosevelt advanced aggressive political reforms, including the heavy regulation of business. Known as the â€Å"trust-buster,† Roosevelt was the first president to successfully invoke the  Sherman Antitrust Act  against monopolies and continued to restrict businesses throughout his presidency. His reforms greatly influenced economic, environmental, and international affairs as well. Roosevelt’s platform became known as the â€Å"Square Deal† because he vowed not to favor any group of Americans but to be fair to all. Within weeks of arrival in Washington, TR causes a nationwide sensation by becoming the first President to invite a black man to dinner in the White House. Next, he launches his famous prosecution of the Northern Securities Company, and follows up with landmark antitrust legislation. He liberates Cuba, determines the route of the Panama Canal, mediates the great Anthracite Strike, and resolves the Venezuela Crisis of 1902-1903 with such masterful secrecy that the world at large is unaware how near the United States and Germany have come to war. During an epic national tour in the spring of 1903, TR’s conservation philosophy (his single greatest gift to posterity) comes into full flower. He also bestows on countless Americans the richness of a personality without parallel–evangelical and passionate, yet lusty and funny; adroitly political, winningly natural, intellectually overwhelming. The most famous father of his time, he is adored by his six children (although beautiful, willful â€Å"Princess† Alice rebelled against him) and accepted as an honorary member of the White House Gang of seditious small boys. Theodore Rex, full of cinematic detail, moves with the exhilarating pace of a novel, yet it rides on a granite base of scholarship. TR’s own voice is constantly heard, as the President was a gifted letter writer and raconteur. Also heard are the many witticisms, sometimes mocking, yet always affectionate, of such Roosevelt intimates as Henry Adams, John Hay, and Elihu Root. (â€Å"Theodore is never sober,† said Adams, â€Å"only he is drunk with himself and not with rum. â€Å") TR’s speed of thought and action, and his total command of all aspects of presidential leadership, from bureaucratic subterfuge to manipulation of the press, make him all but invincible in 1904, when he wins a second term by a historic landslide. Surprisingly, this victory transforms him from a patrician conservative to a progressive, responsible between 1905 and 1908 for a raft of enlightened legislation, including the Pure Food and Employer Liability acts. Even more surprising, to critics who have caricatured TR as a swinger of the Big Stick, is his emergence as a diplomat. He wins the Nobel Peace Prize for bringing about an end to the Russo-Japanese War in 1905. Interspersed with many stories of Rooseveltian triumphs are some bitter episodes-notably a devastating lynching-that remind us of America’s deep prejudices and fears. Theodore Rex  does not attempt to justify TR’s notorious action following the Brownsville Incident of 1906–his worst mistake as President-but neither does this resolutely honest biography indulge in the easy wisdom of hindsight. It is written throughout in real time, reflecting the world as TR saw it. By the final chapter, as the great â€Å"Teddy† prepares to quit the White House in 1909, it will be a hard-hearted reader who does not share the sentiment of Henry Adams: â€Å"The old house will seem dull and sad when my Theodore has gone. â€Å" How to cite Theodore Roosevelt, Essay examples

Do Wars Create Problems free essay sample

Wars create more problems than what they solve†. Many wars lead too a tremendous amounts of casualties and deaths. Having a war doesn’t usually bring a resolution with two countries. It normally just brings more of a bigger conflict between the two. Wars don’t settle the basic altercation; they only prove who is the strongest. In the aftermath of a war, there is physical disruption, death, property destruction, personal hardship, and the difficulty of rebuilding cities and reforming governments. In World War I it was directly triggered by the assassination of the Austrian archduke, Franz Ferdinand and his wife, on 28th June 1914. This event was the last piece to the puzzle to set off the declarations of war. This war led to many deaths, destruction, and a trouble for countries to rebuild. In World War II another example of why â€Å"Wars create more problems than what they solve† is because when we, the United States, sent troops to Germany capture Hitler and end concentration camps, many US troops were killed because of this war. We will write a custom essay sample on Do Wars Create Problems ? or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Maybe it wasn’t such a great idea for us to get involved in the war in the first place. From us also getting involved in the war, we had to help bring Germany back together. In today’s society wars do create more problems then they resolve. President Barrack Obama claims he is going to bring our troops home. Keeping them there is just getting us involved in someone else’s problems. We never know when a troop of the United States will come to their death. When that occurs it brings harm to their family and us as a country. If we stay out of the problem then maybe we wont be affected. Getting in the mix of a problem just brings more harm upon yourself. Wars don’t truly settle anything; they just create more problems than the original dispute.

Celebrity Endorsement Essays

Celebrity Endorsement Essays Celebrity Endorsement Paper Celebrity Endorsement Paper SYNOPSIS It is a known fact that the best endorsements achieve an eclectic balance between the product (brand) and the celebrity. Giving a brand a face is more than just a marketing strategy to increase sales or gain market share, it is a decision that can change the future of the brand forever. Choice of the celebrity, hence, is of utmost importance and is usually done based on many different parameters appeal, looks, popularity or even just a fantasy figure to endorse a brand. In todays highly competitive markets, big brands are at logger-heads when it comes to products, each having a similar product to that of a rival. Where does one brand gain that quintessential advantage advertising, service, promise of trust, or even the all important price factors? Advertising seems to be the best platform where brands prefer to compete on right from hiring the best advertising agencies to getting the biggest celebrities. What would be the formula to success then? Well, a good creative agency, a large enough promotional budget and a huge star to endorse your brand would definitely ensure in the minds of a brand management team a feeling of security, success and a triumph over the competitors brand. The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. The quick message-reach and impact are all too essential in todays highly competitive environment. The different models applied by brands to achieve the full potential of such endorsements, highlight the need for a convergence between the theoretical and pragmatic approaches of brand building and effective advertising. The importance of a celebrity-brand match and the various roles played by them as brand-associates show the momentum this strategy has gained in the last decade or so. We put forward certain ideas like positioning by association, diminishing celebrity utility and the Multiplier Effect which show the triangular relationship between the brand, the consumer and the celebrity. India is a country where people are star-struck by film stars, cricketers, politicians, and even criminals. Why? Populations of 1 billion and ticking, everyday people need something or someone to look up to. A sense of security, admiration, comfort, familiarity, and above all, someone they aspire to be at some hidden level in their lives. And clever marketers leverage this very celebrity appeal and are successfully carrying out their jobs by giving the bottom lines of all the brands what they want profit, market share and even recall. But how much star power is too much? Does Amitabh really use Tide, asked a 6 year old to her mother. Her mother laughs and says, No way, just a gimmick. What does that do to the brand? Now, despite the potential benefits derived from celebrity endorsements, they increase a marketers risk manifolds and should be treated with full attention and aptitude. A brand should be cautious when employing celebrities to ensure promise believability and delivery of the intended effect. The growing importance of mythical characters as celebrities and their sway over the target segments are ample proof of public demand for icons to look up to. As the celebrities traverse from a mere commercial presence to public welfare message endorsements, a whole new dimension is added to this process and helps us in achieving a holistic view of the impact which celebrities generate in every sphere and segment through their well-versed endorsements. At the end of the day, do any stakeholders in a company (employees, contractors, customers, shareholders, communities the company supports with jobs) benefit from a celebrity endorsement? Does anyone buy a product because a Bollywood or TV actor/actress stands up and reads a script in somewhat convincing manner? Are their distinctions in how consumers perceive these types of endorsements and respond to them? What happens when a celebrity endorser gets involved in a public scandal, or worse, dies? Will the product lose consumer support or perish? The most important thing to remember is that putting a celebrity in an ad is not an idea in itself. Unfortunately, this is how most celebrities are being used in Indian advertising, where they just become a prop. Ideally, there should be an idea that makes the celebrity relevant to the product and the consumer. A celebritys presence in the ad should be contextual. Celebrity endorsement cannot guarantee fool-proof success. The celebrity endorsement strategy must be integrated with target market characteristics, and the other elements of the marketing mix such as product design, branding, packaging, and pricing. The message execution that will be mouthed by the celebrity must likewise be made clear and single-minded. You can do this cleverly by aligning the spirit of the brand to the product, or by using a celebrity because it ensures that people will notice you, and hopefully remember what the brand is saying. Smart associations are ones where the former happens. Before we go into analyzing success and failure stories of brands, we examine the title once again and try looking at it extremely minutely THE IMPACT As defined earlier, impact would be both short term and long term, but here the focus would be more on the long term implications of the brand. Measurement of this would be challenging and data would be difficult to obtain. The parameters on which impact could be measured would be on a comparative basis of the brand before and after the celebrity began endorsing the brand. Sales / revenue, market share, brand recall, level of repurchase, brand loyalty, trust, image and perception of the brand per say. In this trend of creative advertising, we see usage of celebrities of all walks in life particularly actors, film stars, models, sports persons, and the whole gamut. But the usage can always backfire if the choice of the star is completely contradictory in nature to the brand. Believability and association of brand to celebrity is important. Selection of celebrities can be done while they are at their peak or when they are destined for greatness in the near future. Again a risk that may go either way. What is important at some level is the value that a celebrity adds to a particular brand. The advertiser tries his best to make the celebrity and brand as analogous as possible. The celebrity endorser is seen to score quite well on dimensions such as trustworthiness, believability, persuasiveness, and likeability when tested for reaction from people. This is important to a marketer as if he can get a celebrity to make the masses follow, believe or listen to him, he has been successful. Article Jane Taylor could not have given a better cue with her immortal nursery rhyme* in the early nineteenth century, as the advertisers today discover Consumers like gazing at stars. Michael Jordan appears on the telly and eyes are fixated, Shahrukhs voice booms over the radio and ears perk up, Britney sashays across and heads turn. This is the power of celebrity advertising and it is what corporations across the globe pray to transform into ringing cash registers. The advertisers believe that brand images built through elebrities achieve a higher degree of attention and recall for consumers, eventually leading to higher sales. Undoubtedly, the potential benefits of using celebrity advertising to promote brand images and products are significant, but so are the costs and associated risks. Nevertheless, companies are willing to play the game. Love them or loathe them, celebrities have emerged as frontline warriors in the war of brands and competitive advertising. A central goal of advertising is the persuasion of customers, i. e. , the active attempt to change or modify consumers attitude towards brands. In this respect, the credibility of an advertisement plays an important role in convincing the target audience of the attractiveness of the companys brand. Pursuing a celebrity endorsement strategy enables advertisers to project a credible image in terms of expertise, persuasiveness, trustworthiness, and objectiveness. Marketers have been leveraging celebrity appeal for a long time. Across categories, whether in products or services, more and more brands are banking on the mass appeal of celebrities. As soon as a new face ascends the popularity charts, advertisers queue up to have it splashed all over. The success of such celebrity endorsements even encouraged political parties to hire celebs for rallies for gathering crowds in the last general elections. Star endorsement deals are big in every way. They are big on expenses and can have huge implications on the brands fortunes. Celebrities have an enormous potential to shape the destinies of the brands they endorse, albeit sometimes negatively. Therefore, marketers who use celebrities must do so prudently, thinking through the concept of such endorsements carefully before adapting it into the message strategy. The celebrity-factor phenomenon seems so simple and yet it is intricate enough to send millions of money washed down without as much as a blink. There is no doubt whatsoever after decades of strong evidence, that celebrities indeed deliver a premium in terms of impact and memorability, not only to the promotions direct audience but also to their related sets like friends and family. The use of celebrities is a testimony to their ability to cut through the clutter and reach the brands target audience immediately and effectively. But then, if this were the sole case, names like Michael Jackson or Md. Azharuddin would not cause many furrows. Hence, it becomes clear that any celebrity endorsement is a two-way funnel between the personality and the product wherein both take upon each others image and responsibility. This brings us to a delicate ground wherein we need to carefully assess the impact of celebrity cajoling on consumer perception and purchase behavior. The immediate question which comes to the mind is Why celebrities, when the same money can be used to promote the same brand in myriad ways through non-celebrity figures. Celebrities are people who enjoy public recognition of a large group of people. Celebrities may convey a broad range of meanings, involving demographic categories (e. g. , age, gender and status), personality and lifestyle types. For instance, people adore Sachin Tendulkar because he represents a middle-class Maharashtrian boy who made it big with sheer hard work. Likewise, Amitabh Bachchan for most is an icon of style, trust and dependability. It would do us well to realize that in this era of slick competition, speed is the key. Celebrities reflect the modern society, transfer their associated qualities to the brand and project a living, breathing image to the product as opposed to a faceless entity. This triggers a chain of social influence which allows the consumers to be in accord instantly with the communicated attitude. As discussed by Kelman (1961), the basis for the effectiveness of celebrity-endorsed advertising can be linked to this process of identification and internalization of the desired behavior. Price of fame may be high for the celebrity endorsed brands but they have both what the markets and the everyday common man want attention, power and star sizzle. In the same breath, the theoretical model hierarchy-of-effects suggests that for a purchase to take place, the consumer must be first aware of the product, then inculcate a liking towards it, and finally develop an intention to acquire it. This ascension is catalyzed by celebrity presence during brand promotion. Be it Rajnikant making a demographic connection or the new avatar of Amitabh Bachchan forging a psychological attachment, they carry a mass appeal and establish instant brand credibility while adopting a subtle persuasive approach. It is presumed that a personalitys dynamic qualities of attractiveness, likeability and appeal are superimposed on the brand image and lead it to acceptance by their fans and the general mass. We can now safely look at the various roles played by the celebrities in this vigorous exercise of name and fame sharing. Usually, the foremost character is that of an Endorser, accepting the product claims and signaling personal preference for the brand something like Beyonce and Beckham for Pepsi. The mantle of Spokesperson comes next as the celebrity speaks of company vision and brand values. Who can forget Amitabhs open ranting about ICICI Bank? The spokesperson takes somewhat of a personal responsibility for the brand promises. And then, there is a coup. We talked all the while about celebrities helping the brand grow and reach new heights, but they have also proven their ability to pull the brands from dire straits and help them bounce back. The Cola companies and the chocolate major Cadburys successfully used their Trouble-shooter guardians to overcome product controversies in India. The final vista sees the celebrities personally get into the act themselves and go for Personality Branding. This strategic climb is still in its nascent stages in the Indian scenario but a rabid act abroad. Latino singer Jennifer Lopez, who released her first perfume Glow by J. Lo in 2002, is estimated to have grossed over $45 million in sales of this perfume, within four months of its launch! The stars really shine; on themselves. So is the celebrity endorsement strategy impeccable? Apparently not. Like any other strategic move in the warfield, it too suffers from its own flaws overexposure, cluttering, confusion and scepticism an all too familiar scenario. Only the brand managers are smart enough to keep changing their pawns timely. Brands employ a smart technique which can well be called positioning by association. The qualities attributed to the personality, rub-off on the brand image and become associated with it in the consumers minds. But the moment there is a breakdown, this position backfires in the first instant. Whenever the celebrity is out of line in his personal or social behaviour, he becomes liability as an advertisement device. We are all well aware of the George Michael fiasco or the O. J. Simpson cases where the brands instantly shunned them due to fear of negative publicity. It is pertinent for the brands to realize that two things should not happen at any point of their communication, if they are to sustain the streak of popular celebrity endorsements. First, while the brand should enjoy the positive vibes of the celebrity, it should be flexible enough to wriggle out of any undesirable situation that the endorser might present. Get a celebrity, create a hype and brand buzz, and fleece the surge and move on to the next. Second, under no circumstances should the celebrity be allowed to overshadow the brand never let him/her become your brand. Shahrukh Mayur Khan, Madhuri Dixit for Emami and Sunil Gavaskar for Dinesh Suitings are classic examples in this case. The moment you cease brand relationship with these over-portrayed endorsers, the euphoria is beaten and confusion reigns in the customers mind. Smart brands follow a strategy similar to the ocean-wave phenomenon Roll a big wave, generate customer delight, submerge his loyalty towards competition, and then, bring another huge one. Celebrity Endorsements Advertising experts concur that you must consider a celebrity endorsement if, and only if, the message strategy warrants it, not as a cover for a poor idea or bad product quality. And last but not the least, one should seriously consider the risks of associating with a well-known personality, and hedge against a future scandal by not relying on just one celebrity and instead linking the brands association with a broad theme represented by several celebrities. And if you cant afford many celebrities, then get your thinking caps on, and come up with a better, safer idea. That will ensure that youre in control of the brands destiny not the stars! Inertia is a potent force and consumers have that in plenty. Brand managers employ celebrities in the age-old AIDA model to counter that. The Celebrities draw Attention, generate Interest, evoke Desire and induce Action from the audience. Our safe assumption till now has been that there is perfect congruency between the brand, the celebrity and the target segment. Lets drop this for a while, to land on the practical ground and look into real-time decisions. An old Japanese proverb goes that Vision without action is a daydream but action without vision is a nightmare. Managements across the world need to realize that no matter how great the ad-spend and famous the celebrity, they cannot succeed if the core product offering fails to meet the consumer expectations. Every endorsed brand may garner some start-up euphoria and blind-spot sales, but to sustain its meteoric rise, it cannot afford product dissatisfaction. In such cases, the celebrities are also quick to dissociate themselves from the brand, as it hampers their carefully cultivated image of an infallible character. Again, not every celebrity works for every product. Each personality carries a set of perceptions attached to it and these have to be in sync with the perception the brand has or wishes to generate. Mercedes Benz would never hire a Govinda in India or Michael Jordan elsewhere, but these same men have simply worked wonders for respective brands like Navratan Oil and Nike. A clean, natural fit between the celebrities and the brand image enhances the latters value. Lux is a glowing example of being the beauty soap of film stars since the last fifty years! A well-managed celebrity endorsement has the ability to convey to the customers that the celebrity is benefiting from the brand, and they will too. Many endorsements fail because they use the celebrities like a prop in the advertisement copy. There should be an idea which makes the celebrity relevant, firstly to the product and finally to the consumer. The bottom line is that the celebrity endorsements work truly only when the commercial is provoking and original. Aamir Khans successful incarnations in the Thanda Matlab copies for Coca-Cola have added a new dimension to this assertion. It projected the brand as the star, being cherished by the celebrity and not the other way round. In addition, an effective endorser should not associate with many different products and fall in the trap of overexposure. Keep the consumers mind clear from confusion and do not let him feel that you are in it for the money rather than truly believing in the brand. The celebrity-brand saliency takes a beating if he is rummaging with several brands and distorts the brand image. The Law of Diminishing Marginal Celebrity Utility would further ensure that the return on such investment would be nothing short of negative. The ad-recall and celebrity association depletes rapidly in such clutter-cases and, hence, the utility obtained by the brand takes a pitfall. An increasingly popular strategy is the employment of the product placement tactic in the movies or television shows featuring the sponsored celebrities. Remember when James Bond traded in his Ashton Martin for a BMW Z3 in the Golden Eye or the looming presence of FedEx in the Tom Hanks super-hit Castaway. The brand believes that with such peripheral routes of communication, it will be able to initiate an alternative channel in the identification process with the consumer. Coca-cola presented this strategy on the Indian scene with its multi-million product placement deal in the movie Taal. It is so much like not in your face, and yet there, urging you passively. Research has again shown that the subliminal effects of such brand imagery tend to linger in the consumer memory for a longer time-period than the direct commercials. Brand, Celebrities Consumers Figure 1: Factors Impacting a Brand while being viewed by a Consumer in Media The model above shows the various factors that affect a celebrity endorsed brand while viewed by a consumer in the media (both TV and print). The central idea being the impact on brand. The three major parts to a brand being shown are: The Product Advertisement The celebrity endorsing it It is important is to study the relationship between these factors and how they together act for or against the brand. The product is important, of course, it may fulfill a need, want or a desire. Quality is quintessential and, hence, nowadays it is understood the product is of highest quality. So what next? The advertisement is important as a good product could see an early exit if the advertisement is handled badly, and otherwise, a mediocre product which is tastefully handled goes a long way. Lastly, the celebrity in the advertisement, recall, trust, familiarity are some of the reasons that they are used. Now consider the interactions of these individual factors. The best of superstars can be doing the advertisement but if the product is far from the image the star has, the whole advertisement is a waste. Imagine an Amitabh doing an advertisement for ad for youth apparel. Well, exceptions can be there but then again it depends on the way it is done. Believability is of vital importance, the TVS Victor advertisement shows us the bike being compared to the bat of Sachin and the strokes he plays. Classically executed advertisement with the bike and Sachin coming out as winners. The relationship between a product and its advertisement again can be either dependant or none. In that case, a shock value makes people remember the brand better and, hence, a possible long term loyalty. Selection of Celebrity Celebrity endorsements are not new. One of the earliest examples is Coca Cola who used Lillian Nordica, a Metropolitan Opera Star as their first model or endorser. She became a household name all across USA known as the Coca Cola Girl. Soon people forgot her as an actress but remembered her as the Coca Cola girl. She did wonders for the brand and this led the company to release a series of these advertisements for over 30 years. Relationship between a Celebrity a Brand To understand how consumers associate celebrities to brands is well documented by a research study by Anderson (1976); Collins Loftus (1975); Rumelhart, Hinton McClelland (1986). In their study, associative learning principles were based on a conception of memory as a network consisting of various nodes connected by associative links. In the research context, celebrities and brands both represent nodes, which initially are unconnected but become linked over time through the endorsement process. When a consumer thinks about a brand, the link with the celebrity node is animated to a certain level through spreading activation (Anderson 1983a). The joint activation of brand and celebrity provides a path over which ones evaluation of the celebrity has an opportunity to transfer to the brand. The key to the process is the simultaneous activation of the brand and celebrity nodes. Negative information about the celebrity activates the celebrity node, which then activates the brand node to some degree and allows reduced evaluation of the celebrity to transfer to the brand. Studies by Noffsinger et al. (1983) and Judd et al. (1991) provide empirical evidence demonstrating that attitudes can be affected in such a way. It is also important to view the consumer in their social and cultural setting to further see how celebrity endorsements increase sales and impact brands over time. Celebrities usually form a very good example of a reference group appeal. This is particularly beneficial to a marketer and a brand who can cash in on the success of the star and, hence, push his brand. People who idolize their celebrities, hence, have a biased affinity to the brand their favorites endorse. As time passes on, they believe that they by adopting the brand that their celebrity endorses are becoming more like them. Celebrities can be used in four ways namely: testimonial, endorsement, actor and spokesperson. Right now the current hot favorite in India is roping in celebrities for social causes like pulse polio, etc. This has shown to be having a positive effect on the people. In India, Bollywood and sport personalities rule the mind-space and airwaves. A recent study by FCB-ULKA was done on celebrity endorsements in India. Here, they discussed two parameters: Compatibility Index and Trait Index when it came to finding the relationship between a celebrity and a brand. Compatibility Index meant that the consumers saw a suitable match between the brand and the celebrity. Trait Index was based on the match between brand and celebrity personality traits. The numbers showed that Compatibility Index was more favorable than Trait Index. E. g. , Hrithik Roshan scored high on his Compatibility Index (100) as compared to his Trait Index with Coca Cola. But the end user being the consumer preferred him. The other startling fact was the high points 93 and 100 by Salman Khan. But Thums-Up had to drop him after Salmans accident. But people still associate Thums-Up with the Khan. The other important factor is unaided association and Salman scored higher than other competition. But in the long run, to protect the brand image, Salman was dropped. So what is important is the way the customer perceives a brand and the celebrity, so if the celebrity is favored, it does have a positive influence over the brand. The other factor is the sheer image or popularity of the star, if the stars image is larger than life, for example, for Amitabh Bachhan or Sachin Tendulkar, the Compatibility Index seems to be a natural collorary. Taking the millennium superstar Amitabh Bachan, as an endorser, he fulfills all the FRED objectives, namely, Familiarity (target market is aware of him, finds him friendly, likeable, dependable and trustworthy); Relevance (which says that there should be a link between the endorser and the product as well as between the endorser and the audience); Esteem (the polio endorsement, for example, is successful as the masses see him as a credible name-face-voice); Differentiation (in all his projections, he is seen to be one among the masses, and yet he towers above them. He is different). His appeal is universal; lesser mortals merely cater to specific niches. While there may be different reasons, depending on the category, the lifecycle stage in which the brand is, and the particular marketing mantra being the flavor of the moment, the main reason is to make the brand stand out and to facilitate instant awareness. For example, in the much talked about Shah Rukh Santro campaign, the organization wanted to overcome the shortcoming of an unknown brand, Korean at that. The objective of the company was to garner faster brand recognition, association and emotional unity with the target group. The Santro ad showed the highest recall amongst auto ads, despite average media spends for the category. Reason being simple star power paid off. Another example was the launch of Tamarind by S. Kumar, they reckoned they spent 40-50 per cent less on media due to the sheer impact of using Hrithik Roshan who was riding on the Kaho Na Pyar Hai wave of Success. Ad recall was as high as 70 per cent, and even the normally conservative trade got interested (so while a new brand would normally take 8-10 months for entry into a Shoppers Stop, Tamarind was prominently displayed within 20 days of launch). But now looking at the long term effects of Hrithik, his movies began to flop and it may seem a sheer co-incidence that the Tamarind brand died out as well. Looking on the flip side, the biggest concerns from the advertisers point of view is that of vampiring the celebrity being bigger than the brand. Consider the 1980s when Dinesh Suitings chose Sunil Gavaskar as their brand endorser. Soon it was seen that Gavaskar completely overshadowed the brand. A similar case was that of Shah Rukh and Mayur Suitings, where post termination of the contract, the corporate had to vest crucial monies in a campaign where the sole objective was to wean the brand identity off Shah Rukh Khan. So having a celebrity who may outshine your product is not such a viable idea is the common consensus. The other problem is that of duration of endorsement, and a possible mismatch between the celebritys life cycle and that of the brand. Owing to unavailability of dates, sometimes long-term contracts are signed, but the celebritys life might be over soon. Multiple endorsements are the other problem. There is unfortunately a limited pool of celebrities who can resonate with consumers. So you have the same celebrity endorsing several categories, as in case of Shah Rukh and Sachin, who are completely over-exposed one would assume a fair degree of confusion and little room for credibility, and hence, a possible devaluing amongst customers. Studying TV and print advertisements, one will realize that either some celebrities are endorsing several brands or a specific brand is endorsed by different spokespersons. These concepts are called multiple brand endorsement and multiple celebrity endorsement respectively. The question is, does this special form of celebrity endorsement affects consumers brand attitudes? Following Tripp et al. (1994), the endorsement of as many as four products negatively influences the celebrity spokespersons credibility (i. e. , expertise and trustworthiness) and likeability. They further add that these effects are independent of the celebrity, i. e. , the perceptions of even well-liked stars can be influenced. Reasons may be found in the lack of distinctiveness, with one famous person endorsing several products instead of concentrating on and representing one specific brand. Though these findings may be valid, it does not automatically mean that the concept of multiple product endorsement is useless. Further, research is suggested on potential positive effects, like transfer of positive brand images, and on the shape of consumers response when more than four products are endorsed. Facts over the Years Approximately 60-70% of all television commercials feature famous people. Aishwarya Rai had once endorsed Fuji-Film camera rolls. The company made an agreement with her to endorse their camera rolls. But, Aishwaryas magic did not work there and they had to terminate the contract. Amitabh Bachchan (AB) was seen endorsing Marutis Versa Car. The AB factor worked wonders as far as generating curiosity was concerned but the actual product couldnt meet the expectations of people, and hence, the endorsement strategy didnt work. He has been used very effectively by Parker Pens, ICICI Bank and Cadburys to name a few. Bata’s sales doubled soon after they ad opted Rani Mukherjee as their brand ambassador. Magic Johnson lost his endorsement deals when he announced in 1991 that hes HIV-positive. It wasnt until July 2003 that he landed his first endorsement deal since the announcement. Ticket sales at Wimbledon are known to have shot up significantly for all matches featuring the latest sex-symbol on the circuit Anna Kournikova. An average player who is yet to win even a single tennis tournament, Anna is known to have earned far more from endorsements than her tennis career could ever have given her. The Argument for Celebrity Endorsements The need for brands to use luminaries in advertising is most felt when the concerned brand has very close substitutes available; when there is a need to create a unique and clear differentiation for the brand, and when the brand has to make an impact at its introductory stage. Marketing people use celebrity endorsements for very good reasons. Research has indicated that target prospects are more likely to choose goods and services endorsed by celebrities than those without such endorsements. Celebrities facilitate instant awareness and immediate attention. In this era of sound bites, channel surfing, visual orientation and quick newspaper scanning, there is great demand for peoples time and focus. Studies have shown that some of the attributes associated with the celebrity are passed on to the brand. For instance, if a motorbike is associated with a celebrity who connotes performance then one need not hunt for the reassurance required to make the down payment. The idea, thus, is to convince people of the utility lying in your brand. For instance, if I want to say Victor motorcycle has high performance and it is hard to convince a priori, then its easier to say: Sachin says Victor is great and Sachin is a high performer; therefore Victor is a high performer too. The brand, therefore is riding piggyback on the celebrity. At a rational level, everyone knows it is a paid endorsement, and there is no immediate, conscious association. But at a subliminal level an association occurs the attributes of one rubs off onto the other. Thats why you wouldnt use a Prem Chopra to promote ICICI Bank. The resounding success of Aamir Khans antics in Coca Cola ads can be seen in the catchy phrases that have become a part of everyday life because the communication entertained consumers. It is not hard to figure out that Coke has chosen to associate itself with Aamir Khan, the trendy face of India, which is Cokes professed personality. Likewise, Santro is using Shahrukhs personality, not his functionality to make their uncool-looking car look cool. Celebrities can provide testimony for a product or service particularly when the product has contributed to their status. Consumers will more likely try Cadburys chocolate endorsed by Amitabh Bachhan since he has openly stated that he regularly eats it. This kind of relationship can increase a consumers belief and trust in the product and its benefits. Charismatic celebrities can also define, refresh, and add dimension to the brand image. Kaun Banega Crorepati (KBC) and Amitabh Bachchan (AB) worked ecause of the fit factor; KBCs implied proposition was this is a show that an average person can come on and win. Viewers watched people like themselves talking to AB, being hugged by him and so on. Those who have been on the show said they felt like crorepatis even if they didnt win! But the biggest outcome of KBC was that people felt endeared to AB again. Brand Image Celeb rity Research has shown that there are three aspects that influence a customers attitude and, hence, the long term impact on the brand Attractiveness, Trustworthiness and Expertise. The matrix below shows us the images and the celebrities: Aspect of BrandImageCelebrityProduct Attractiveness Elegance Renuka Shahane Whisper Beauty Madhuri Dixit Emami Classy Saif Tiger Pataudi Asian Paints-Royale Stylish Fardeen Khan Provogue Amitabh Bachhan Reid Taylor Trustworthiness Honest Tarun Tejpal Tehelka Reliable Sachin Tendulkar TVS Victor Expertise Knowledge Sachin Sehwag Reebok Qualified Naina Balsavar Shampoo Hence, we see depending on the product and aspect of brand, the choice of the celebrity is important so that the celebrity can reflect that and not go against the brand. Getting back to the basic of branding after such exhaustive examples can make us reflect on our choices of celebrity and the impact on the brand. We talk about Brand Equity, Brand Identity and Position. It is worthwhile to see the effect of a celebrity on these critical elements. Brand equity essentially made up of loyalty, awareness, perceived quality, associations, and other proprietary brand assets. The celebrity should be chosen in such a way as to reinforce and strengthen the brand in all these elements but the question is, can he? Take an example of another star Fardeen Khan, who endorses Provogue. Snazzy fashionable apparel from an Indian manufacturer with the backing of a star son was a great idea for the brand image. It was able to attract new customers who were fashion conscious but unable to afford high price international brands. Awareness of the brand was phenomenal as fashion shows, print and media advertising was booming and Fardeen and Provgue had become a national phenomenon. Quality was given utmost importance and, hence, from the manufacturer side, the commitment to the customer was complete. Competition was present but sales figures showed Provogue reaping handsomely. Then the image of the so-called Bad Boy Fardeen emerged with the drug and brawls in night clubs. This did lead to a certain discontent amongst fans of the star and the brand. But remarkably not much effect on sales. It seemed that the consumers had forgotten Fardeens issues and remained loyal to the brand. Today Fardeen is still the mainframe picture of every advertisement and the brand has not lost any of its shine. The Argument Against Celebrity Endorsements The argument against it uses two questions as its premise: 1) Does it work? ) Is it too expensive an idea given the returns it delivers? The marketing enquiry as a corollary to this then asks: 1)How will it work for my brand? 2) What will that achieve for me in terms of market share? The ever-expanding universe of mega-brand hopefuls is running out of mega celebrities to brandish their products. How many brands does Amitabh Bachhan endorse? What about Tendulkar? The fact that a handful of celebrities are enrobed in labels is a symptom that the endorsement arena is too cluttered. Implicitly, hiring an overused celebrity will probably yield unsatisfactory results. Make no mistake: the law of diminishing marginal celebrity utility is at play no matter how larger-than-life a celebrity may be. A study conducted by Business World showed that over 80% of the people who remembered seeing Amitabh Bachhan in a paint ad thought it was for Asian Paints. For the uninitiated, it was Nerolac. Likewise, the Hutch ad featuring a dog and a little kid did a better job of brand building than Coke with Hrithik Roshan. Of course, defining clearly what you hope the celebrity endorsement will achieve is the key to managing and assessing the return on investment. Is it merely brand awareness? Stronger recall leading to brand consideration? More credibility? Purchase preference? And can these media-made gods achieve these with one deft dialogue in a 30-second spot? Add to that the fact that celebrity advertising increases the marketers financial risk. In a report released by the Cyber-Journal of Sport Marketing, it was revealed that Pepsi paid Shaquille ONeal US $25 million to endorse the popular soda brand. Tiger Woods received US $40 million from Nike to support the companys youth marketing campaign. We wonder what the figure is for Michael Jordan. However, the assumed acceptance of celebrity endorsement amongst an audience is a common advertiser fallacy, congruence of the celebritys image with the category the celebrity is promoting is imperative. Nothing wrong in using celebrities, but they should add a finishing touch. Instead if the whole story is the celebrity and you are just looking at making noise than building your brand, then the brand slinks away into a quiet corner. For instance, Preity Zinta for Godrej refrigerators was a disaster. She just looked pretty but it was useless because she couldnt do anything for the brand! Whereas, the Whirlpool mum is clearly loveable and modern, and comes across as a superwoman and does lend identical attributes to and about the brand. Celebrity endorsements have inherent flaws. Excessive information has resulted in consumers knowing too much about celebrities. Consequently, any act deemed unethical in which a celeb is involved is likely to affect the perception of your brand. Consumers are likely to assume that its the red duty-free Ferrari, and not the economy TVS bike, that makes Sachin smile. Likewise, the sales of Thums Up were known to have been affected post Salman Khans indictment in the black-buck poaching case. When a negative image of the celebrity is portrayed, a tainted picture is also painted for the company or brand, making it difficult to gain consumer trust to support the organization or buy the product. Although there is no way to guarantee that detrimental incidents like these wont occur, some situations may be prevented by evaluating the proposed celebritys personal and professional behavior to determine if they may be vulnerable to negative situations. Measuring a Celebrity Endorsement It becomes very important to measure the effectiveness of a celebrity (or determine the worth of one). Few of the methods of measurement that are in practice are: The Q-SCORE Method The FRED Principle The Q-SCORE Method There is a way to measure the credibility, believability, popularity, and like-ability of a celebrity. Its called a Q-Score, and you can purchase the Q-Scores of the candidates youre considering. Consider both sides of the deal for a client who wanted to use a celebrity endorser, and for a celebrity who was looking for an endorsement opportunity. Once youve defined the kind of endorser you need (e. g. , athlete, actor, male/female, young/old, etc. , its well worth going through the Q-Score exercise. Evaluating the contribution of the endorser after youve already made the decision is not nearly as straightforward. One time, many years ago, a company actually shot a commercial with a well-known (high Q-Score) endorser for national use, and it shot the same commercial with a good actor, not so well-known. The company ran a limited market test for 6 months with the unk nown actor (cutting in the commercials locally, over national network schedule) so could quantify the sales impact of the celebrity. By the way, the celebrity was worth every penny of his outrageous fee. It ended up using him for years, and he helped the brand reach market leadership almost entirely on the strength of the commercials in which he appeared. The FRED Principle This concept is seen as the foundation of a successful endorser selection. F is for Familiarity. The target market must be aware of the person, and perceive him or her as empathetic, credible, sincere and trustworthy. R is for Relevance. There should be a meaningful link between the advertised brand and the celebrity endorser, and more important, between the celebrity endorser and the defined target market. The audience must be able to identify with the person. If consumers can immediately associate with an endorser, they will feel more predisposed to accepting, buying and preferring the brand to competition. E is for Esteem. Consumers must have the utmost respect and confidence for the celebrity. Amitabh Bachhan Tendulkar have these. So do Shahrukh Khan, Preity Zinta, Kapil Dev among others. The public respect them because of their distinguished careers and unassailable salesmanship. D is for Differentiation. The target consumers must see the endorser as a cut above the rest. If there is no perceived disparity among celebrities, then the strategy will not work. Michael Jordan is an example of an international celebrity that rises above the clutter. This proves to be a huge contributory factor to his effectiveness as an endorser. The Fred concept is not a guarantee to success, but it can serve as a guideline when selecting a spokesperson. Each organization and its objectives are different, and should be evaluated on an individual basis. Conclusion Celebrities have always been the easiest way for a new product launch (consumer goods) and will remain to do so in the near future on account of their mass appeal and a world full of star stuck loyal fans. But the impact on the brand is much greater than just an advertisement showing a celebrity. We have seen that the correct choice of a celebrity can surely increase sales but when it comes to long term loyalty and impact on the brand. The effect is yet somewhat debatable. In the end, the product must deliver for the customer, no matter who endorses the product, if the customer does not see himself getting value from his purchase, he will not buy it. But yes, celebrities over time can influence the loyalty and make a person friendlier to a brand. Brand and celebrities are here to stay for a long time and in this age of slick advertising and mass media and unthinkable budgets, celebrities are having a field day charging huge amounts and making more money than their mainstream professions. But then do they really care about the brand? Or is it just the money? But the bottom line, celebrity endorsements are here to stay. Let us accept one thing the world of advertising and brand building does not believe in the Laissez-Faire principle. Unless you reach out to the customer, make him think and nudge him that little bit, you will fall short of your targets and that is a cardinal sin, given the competition. The brand managers work on an extremely sleek, thought-controlling process which may be propounded as the Multiplier Effect. They are smart, pragmatic people and know very well that Mr. Singh, sitting in his cosy home in Delhi and watching his favourite action hero driving the brand new LX car model, would not walk up to the car showroom next day and book one for himself. They offer simple feelers like concept and lifestyle to him, which are inherent to the product advertisement, with or without the celebrity endorsement. With the use of the celebrity, this effect is shrewdly magnified so as to allow the consumer to equate the personality and the brand together. Hence, whenever the consumer is watching the several images of her favourite actress alone, it conjures up multiple impressions of her sipping the XY brand of coffee, each time. The brands ultimate goal is to be at the top of her choice bracket and it achieves this goal by being omnipresent in her memory through related celebrity imagery. Does it justify the obscene amounts of money paid to these celebrities? For firms with annual turnovers in excess of Rs. 1000 crores, an endorsement deal of Rs. 5-6 crores for such a response would indeed be a smart deal. In a Synovate/Blackstone Market Facts Survey in India in late 2003, almost 47% respondents affirmed celebrity influence on their purchase behaviour. Thats a lot of people influenced by celebrity endorsement! Talking about successful switchovers by celebrities among competitive brands, Aamir Khan had a 78% top brand recall with Coke. But such transitions are rare and involve a lot of hard work behind the scenes to dab any leftover effects of the celebritys previous liaison with the competitor. While speaking of celebrities, we should be very clear as to who this term connotes to and the powers they carry. Fido Dido for 7-UP, the Amul Girl or Tony the Tiger for Kelloggs Frosted Flakes are as much a celebrity as any breathing face. They reach their target consumer, they move the product, and they carry the brand. Thats what counts. Of course, the gestation period is higher in the case of such creatives, but in the event of a hit, the comparative risks are minimized. After all, they cannot get drunk, attract a controversy or commit a crime, as long as the management wants. In short, they are safe floaters vis-a-vis their unpredictable human counterparts. Undoubtedly, there are many advocates for the clamp down upon the commercialisation of consumer emotions and money-making attitude of endorsers. But the celebrities have circumvented these allegations by appearing in non-commercial advertisements. When Aishwarya Rai appeals to the nation to donate their eyes while she personally pledges them, she strikes a chord with millions of viewers. Shabana Azmi inspires a sense of tremendous awe and respect while being shown as visiting HIV patients. This reverence is what is later harnessed by the brands in the commercial angle. You grow in stature with the person. No matter how much we raise a hue and cry over one celebrity being all over the place and marketing just about everything, it still works for most of us. Indeed, the premise that celebrity advertising has the power to propel a brand and drive the sales can be argued. The Pareto Principle is widely debated and the 80-20 rule does not have many takers in the advertising industry. That, 20% of advertising creates 80% of demand or sales, may or may not be true. In either case it does not help. The word remains that for a scintillating endorsement, you need much more than a glowing face and aesthetic advertising. You should back it up with your operational and communication skills. Using a celebrity in advertising is no panacea and the success of this process depends on several factors as discussed above. The careful selection of celebrity, matching the target segment and brand values, should be inherently stressed upon. The advertisers can use the Q Score, developed by a U. S. based marketing research agency, which considers two factors awareness and likeability, while evaluating the celebrity. Another important factor is the flexibility with which the companies can go in for hedging the risks associated in hiring a celebrity. They choose personalities from various fields or even appealing to various consumer perceptions, so that they can minimise the damage in cases of negative publicity due to any celebrity mistake. The cola brands spread their endorsements across a wide variety of celebrities such that even if one falls, the others are still holding the fort. In terms of the future, celebrity endorsements are here to stay. Their ability to cut across the classes, caste barriers and apprehensions are simply too important to be sidelined. They have been time-tested and delivered results repeatedly, given good hands. One could continue to wonder if these celebrity-hawkers are worth the money and the tantrums, but in a world of brand clutter and product muddle, celebrities seem to hit the nail on the head, more often than not. And to be honest, lets look around ourselves, why only Jane, arent we all in a little appreciation of those stars gazing back at us! Appendix BrandCelebrityUnaided AssociationComptibilty IndexTrait Fit Index Thums-up Salman Khan93 93 100 Coke Hrithik Roshan83 100 50 Adidas Sachin73 85 25 Samsung Tabu54 68 25 Source: Cognito FCB ULKA 2002 Table 1: Compatibility Index Trait Fit Index of 4 Brands

5 Words that Come from the Moon

5 Words that Come from the Moon 5 Words that Come from the Moon Fifty years ago, Neil Armstrong and Buzz Aldrin became the first people to walk on the moon. Unfortunately, all they brought back were some rocks. But the moon has given us many things, including several words! So let’s celebrate this landmark in space exploration by looking at the etymology of â€Å"moon,† plus five words it has inspired. Moon Etymology The word â€Å"moon† has a long history, which is unsurprising given that it’s a massive glowing orb in the night’s sky that has been around for longer than human language. We can, however, trace it back to both the Middle English mone and the Old English mona. Further back, it may come from the Proto-Indo-European term *me(n)ses- and the root *me-, meaning â€Å"measure.† Here, we see how people have used the waxing and waning of the moon to measure the passage of time since†¦ well, since we’ve had any notion of time passing. Waxing and waning(Image: Orion 8/wikimedia) Another term we may want to look at is â€Å"lunar,† an adjective meaning â€Å"related to the moon.† This comes from the noun luna, an old-fashioned word with origins in the PIE root *leuk-, meaning â€Å"light† or â€Å"brightness.† And here we see the importance of the moon as a source of light at night. But how have these terms influenced modern English? Let’s take a look. 5 Words that Come from the Moon There are many, many words with a connection to our lunar neighbor. And we won’t even touch on figures of speech such as over the moon and once in a blue moon. But we will look at five of our favorite moon-derived terms to see where exactly they come from. 1. Moon as a Verb As well as a noun, â€Å"moon† has picked up two key uses as a verb over the years: To act absent-mindedly, often through distraction (e.g., to â€Å"moon over† someone or to â€Å"moon around† the house when you have nothing to do). To expose one’s buttocks as a joke or insult. The first of these is probably related to the word â€Å"moonstruck,† which reflected an old belief that the moon could affect people’s behavior (more on that below). The second comes from the fact that buttocks can be pale and round, much like a certain feature of the night’s sky. We hope learning this doesn’t prompt you to see the moon as a big sky buttock, though. 2. Month Originally, a â€Å"month† was literally the time between one new moon and the next one. As such, we can find connections between â€Å"moon† and â€Å"month† in many European languages. In fact, the PIE term *me(n)ses- above may have originally meant both â€Å"moon† and â€Å"month.† Another word we get from â€Å"moon† is â€Å"Monday,† which literally means â€Å"day of the moon.† We also see this in the German Montag, as well as the French lundi, the Spanish word lunes, and the Italian term lunedi. 3. Menstruation Moving on from â€Å"month,† we have a monthly cycle: menstruation. In fact, â€Å"menstruation† and â€Å"menses† come from Latin and Greek words meaning â€Å"month† (mensis) and â€Å"moon† (mene). Some people also believe their menstrual cycles sync up with the lunar cycle. However, there is no scientific evidence for this, so it is probably a myth. 4. Lunatic Above, we mentioned the old belief that the moon can affect people’s behavior. We see this most clearly in the word â€Å"lunatic,† which now refers to someone who behaves erratically. Not that long ago, though, â€Å"lunatic† was a word for someone suffering from mental illness. And some people still believe the moon can affect our behavior. But medical science has moved on from such ideas, so we do not use this word to refer to mental illness any more. 5. Moonshine What better way to finish our list than with a drink? Having said that, we’re not sure how many of you would pick moonshine as your beverage of choice. If you buy moonshine today, it will probably be from a shop. But the term was first applied to smuggled or illegally distilled liquor, illicit activities that always occurred at night. It may also be related to the word â€Å"moonraker,† which is associated with English smugglers for the same reason. Thank You, Moon Finally, let us say a brief thank you to the moon. Sure, with modern science we know it’s a big hunk of rock that just sits in the sky, not some god or goddess watching over us. But it has been with us since before humanity had the gall to shape tools from flint, never mind strap ourselves to rockets and blast off into the void to pay it a visit. And we see that influence across human culture, art and – as shown above – language. We salute you, moon! As a species, then, we owe the moon a lot. And that’s before we even get on to its role in controlling the tides. So next time you use the word â€Å"month† or â€Å"menstruation,† spare a thought for our lunar friend.

From the perspective of Native Americans, would you say that the Essay

From the perspective of Native Americans, would you say that the Spanish and English Empires in America had more similarities than differences - Essay Example Both empires took the lead in developing a new empire in the new world and subdivided their territories into subsections. The Spanish empire consisted of three viceroyalties including New Spain, New Castile, and New Granada. Its empire extended across most of Americans and into Asia in the sixteenth Century. The English empire had four subdivisions including Indian empire, four self-governing countries, colonies, and territories. Secondly, the Spanish and the English empires in America were similar in their economic endeavours. The leadership in both empires quite well understood the importance of a stable economy. The Spanish empire, which happens to be the largest in the world, depended mainly on silver and gold produced form Peru and Mexico. According to Scott, â€Å"the gold and silver of the conquered Aztec and Incan civilizations supplied the Spanish monarchy with centuries of mineral wealth† (Scott web). This wealth could sustain its economy. Indigenous people formed the workforce because they worked as slaves (Hansen et al 530). To maintain its empire, English empire endeavoured to industrialise using slaves from the colonised nations as cheap labour. The fact that English society contained a more developed and flourishing sector than its neighbourhood did attract settlement to its territories building a platform for commerce. Thirdly, both empires carry a history of poor administration. The management of the conquered colonies was inefficient and poor. For instance, Spanish monarchs had a problem in administering large territories conquered during their raid. There existed poor means of communication, which led the monarchs to formulate rigid rules, within layers of bureaucracy. Both empires endeavoured to civilize and colonise the natives, at times dehumanizing them by making them slaves or getting rid of them and replacing them with the whites. Although both empires had poor administration, they influenced globalisation of the current

Role of leadership when merging companies Essay Example | Topics and Well Written Essays - 500 words

Role of leadership when merging companies - Essay Example This teamwork between companies is essential to enhance the potential success of the merging. Basically, every organization has a culture, an interconnected value system, shared by the majority of the organization’s members. Organizational culture also involves and is influenced by the trend of effective internal reactions to adjust to external problems and threats (Keyton, 2005). Since the culture is an outcome of previous achievements, it will oppose change such as that brought about by merger or acquisition. Hence, the role of leadership is to facilitate the transition of organizational culture during the process of merging (Hunt, 2009). The auto industry has been historically known for its horizontal formations (Badrtalei & Bates, 2007). The future merging of American automaker Chrysler and Italian automaker Fiat will be discussed in this essay. The possible success or failure of this merging will be discussed in terms of the management perspective and organizational cultu re differences between the two totally distinct automakers. Organizational Challenges to the Chrysler-Fiat Merge It is obvious that American and Italian cultures are starkly dissimilar. The collective bargaining process of Chrysler and Fiat is different.

Leadership And Teamwork Skills In Caterpillar Management Essay

Leadership And Teamwork Skills In Caterpillar Management Essay The report which I have prepared tells about the ways by which leadership qualities and team success can be improved in an organization. Now days organizations are spending a lot of resources on training the employee to be a good industry leader for coming future. In addition to this organizations are also grooming employees by introducing training and development programs, so that employee can adapt themselves to work in a team. This will help the organization to achieve the optimized output and economic benefits. Introduction Every organization effectiveness and profitability depends on its leadership quality and teamwork. Better they are, better will be the productivity. Organizations goals and commitments can only be achieved, if there is a self regulatory teamwork. Teamwork not only develops the public relation skill in an employee but at the same time develops timely execution of work with accuracy and efficiency. An organization can still be successful if it has an efficient leader but inefficient team. If there is an efficient team and inefficient leader, the company will never be able to compete or be successful in a market. At the current time of recession, leaders visualize the changes need to bring in an organization and consider this periods as an opportunity to diversify them. In practical life it is been observed that leadership and teamwork goes hand to hand. They both are two sides of a coin; they both are mostly use in place of one another. It is very difficult to differentiate them. Leadership Discussion on leadership is not a new area of topic. It is been discussed and criticized from the ancient times. Leadership is very complex and it is applied universally but still there is no general definition of leadership as it is studied and practiced in number of ways, which require different definition of each. Kotter believes that leadership is not a trait with which a person is born with, it can be developed; it can be made perfect by exposing to the working environment of an industry or can be learned as life is an ongoing learning process at each single step (Kotter J. P, 1999). According to Stogdill, leadership is a process which involves social phenomena in which an employee exercises power and influences group or an entity behavior to achieve desired goals (Stogdill, 1974). Useem defines leadership as a Subject of making a difference in which an organization chooses reasonable alternatives to get a particular work done by mobilizing and motivating employee (Mullins L. J, 2009). Teamwork In todays world, time is a luxury. This in future will be very less so organizations give priority to the teamwork, as its speeds up the process. It is experienced that, when an employee of an organization work in a team. It makes an organization move ahead in a precise direction. This also make easy for them to implement changes (Kotter J. P, 1996). Katzenbach and Smith define teamwork as a small number of people with complementary skills, who are committed to a common purpose, performance and goal, and approach for which they are mutually accountable (Katzenbach and Smith, 1999). From a long time its been observed and debated that group work and teamwork are both different entity in an organization. They both distinct each other on the basis of the mutual responsibility for a common goal, In addition to this leadership style also differ in both of them. For example in teamwork there is a shared or a rotating leadership. Where as in a group there is a solo leadership (Robbins, 2005). As a consultant for Caterpillar, I will be going through their leadership and teamwork programme and will be giving them recommendation on ways of increasing leadership and teamwork success. C:Documents and SettingsadMy DocumentsMy Picturescaterpillar_logo.gif Leadership and teamwork qualities in Caterpillar Caterpillar is a multinational company with a turnover of 22.7 billion pounds and with its operation in more than fifty countries with manpower of 100,000. Caterpillar is not a manufacturer of a single product; it has a wide range of portfolio from Cat logistic, Cat financial, Cat rental to Cat cranes. Their success and increase in market share to large extent goes to its leadership qualities and teamwork success. In Caterpillar there are around 8500 leader and 6500 supervisors (Caterpillar Inc. annual report, 2003). Mr. Benjamin Holt is an owner of a Caterpillar, which come in fortune 500 companies and they are ranked 44. Mr. Benjamin Holt has the following leadership qualities: Diversity and safety: diversification in terms of race, customs or comprehensive knowledge or variety of different other thing which will lead to the new ideas. This at last will be beneficial for the development of a new product. For example, for this they recruited people from minorities group and females in there groups. He also believed, if there is less injury to his employees. Then number of days without work will be less. This will ultimately result in minimization of cost. So he always emphasis on safety of his employees (Kirkpatrick. D. L, Kirkpatrick J. D, 2006). Integrity: Mr. Benjamin believes that his company foundation is based on the honesty and the commitments which he makes with his employees, customers and business associates. Risk taker: after creating an impact on the American, South American and European countries. Now caterpillar is trying to invade Indian and china market with huge investments, as these markets are not catered with the services provided by them. (Caterpillar Inc. annual report, 2003). A leader in a caterpillar has the following role to play: Leader ensures the safety and the sustainability- Caterpillar believes that their success totally depends upon the safety and sustainability of their employee. So leader should encourage its counter employee that they apply these measures in daily life. Leader should also help the peer employ learn to do so (Orlemann. Eric. C, 2000). Transfer of knowledge- leader let it peer employ know about the various things going in the caterpillar by carrying out the meetings. Recoginisition of the employee-leader in caterpillar should find an employee who contributes a lot in the leadership of a company. Recruitment of a new talent-leader in a caterpillar recruits the new talent and makes them know about the goals and value caterpillar believes in so that they can be a future caterpillar leader (Leffingwell. Randy, 1994). Advocate and share success: leader in caterpillar shares success and accomplishments with its peer employees and advocate their rights in behalf of them in front of the top level of management Caterpillar believe that there leaders have following qualities which differ them from the rest of the industry leaders. These are urge for leadership, good command on language as well as they are self starter of in what so ever task they do. Leadership programme in Caterpillar Caterpillar gives training to its supervisors by placing them in the Caterpillar University College of leadership, so that they can understand and develop themselves for the different leader levels (Caterpillar, 2009). Caterpillar evaluates and tries to fill the gap between the existing leadership potential of a leader with the capability of leadership which caterpillar need to execute in its strategic vision (Caterpillar, 2009). Caterpillar recently introduced a course for its mid level and frontline leaders, which is known as six sigma course. This is basically employed to increase the efficiency and to reduce the time spent away from the job by leaders. In this leader were given class rooms lessons, proficiency and expertise practice. They were also taught about the caterpillar values and priorities. Caterpillar uses very distinct style to increase leadership among its leader. They call leaders from the different departments of company and make them debate on the specific problem, which they are facing currently. This kind of a debate leads to a solution. As a result leaders from different departments get knowledge, that how to tackle a problem. It also helps them in generating new idea, which is not only beneficial for their department but for other departments of company as well (Caterpillar, 2009). Caterpillar do not hire third party for training there leaders or supervisors (who will be future leader). They are been guided and taught by the high level management people, for example vice president or chief executive officer of a Caterpillar. As they believe that they are most respected people in the industry and they are the world class in their specific field (Development Dimension International, 2008). Team work in caterpillar Caterpillar believes that by working in the team they can achieve good results instead of working individually. They believe its good to share talent and knowledge with the employees we work with and live with. This will ultimately result in high productivity. Caterpillar believes that in teamwork there are number of members with different values and discipline, which will create a new idea. This can be helpful for company (Haddock. K Orlemann. E.C, 2001). As per S.P Robbins teamwork not only depends on the individual technical knowledge but it solely depends, how well they gel with one another (Robbins, 2005). Caterpillar applies teamwork, when they are manufacturing a same kind of a product or dealing with the other business entities then their own business. For example vendor development. As caterpillar is a multinational company with offices in so many countries, so they have to deal with various government regulations and economic policies this makes them form a team which provides flexibility to its manufacturing programme. Drawbacks in leadership and teamwork skills in Caterpillar as per me: Caterpillar still uses the taylorist model, in which the work is divided between the people. Which is of the same form of a work, they are been doing from the past many years. This does not upgrade their knowledge and innovation skills. Which s very important at the current situation, where there is uncertainty in market and lot of competition. As the employees need to perform repetitive work in a team, they will not be having the power of judgment and the skill of communicating socially. By making leaders debate on a problem, this can lead to a conflict between them. As all of them might be having different opinions and views. Caterpillar do not hire third party for the training of their leaders, they are trained by their seniors only. This kind of training is not successful as the leaders will not be able to know the various different ways, different leader think and tackle problems. Ways of increasing leadership skill in caterpillar Caterpillar needs to identify and recruit charismatic leaders. Who develops and visualizes the core vision. Who are willing to take the personal risk to achieve the pre determined vision, which they have set. At the same time, they are willing to react for its members need. For example John F Kennedy and Steve Jobs, they were the leaders who had these qualities and made their organization best among the best (Robbins S. P, Judge T. A, and Sanghi S, 2009). Caterpillar needs to customize the training and development program for its leader as per their needs and the requirement of organization. By seminars and speeches, leaders just get motivated. There is no effect on their performance. So there should be a customized training program. Caterpillar can apply a new technique to improve the quality of leadership among its leaders. In which they can pair highly skilled leaders with the newly elected leader and make them work for six to seven months. This will help the new leader to align his speed and skills with the highly skilled leader. This will ultimately increase the efficiency (Jared L. Bleak, 2007). Ways of increasing teamwork in Caterpillar Efficiency of teamwork can be increase if there are right people in a right team, with a right attitude. This can be judged by a job analysts appointed by an organizations (Harrington M. D, 1994). By making goal understand to each and every member of a team with the help of a flowchart or with Parteo chart, will result in a successful teamwork (Kattzenback. J and Smith. D, 1993). Caterpillar can increase the efficiency of teamwork by making members of each team, write goals and motive on their shirts. This will help them to create a positive environment and team spirit. For example General Electric practiced this and it resulted in a positive outcome (Harrington M. D, 1994). To increase the efficiency of teamwork, caterpillar needs to allow team members to make their own plan, inspect quality of work, of their own and plan their budget. This will make them committed to the Caterpillar (Larson. C and Lafasto. F, 1989). In teamwork, there are number of people from different backgrounds and culture. To minimize the chances of conflicts and individualism in a team. Caterpillar should organize get together events, where these members can socialize and build a strong relation. Caterpillar should start giving team incentives, as it will be beneficial in two ways. First it will induce team members to work hard to achieve the team goals. Secondly, there will be same incentive for each team member. So there will be no competition, there will be a atmosphere of cooperation and harmony (Cascio, 1995).